Viva Macau takes off with OgilvyOne ad blitz

MACAU Viva Macau, a low-cost carrier based in Macau, has rolled out its first advertising campaign ahead of the airline's launch later this month.

Developed by OgilvyOne Worldwide, which won the business in a competitive five-way pitch earlier this year,  the creative hinges on the number eight, a lucky number in Chinese culture.

As part of the teaser campaign which has just rolled out in Hong Kong, Malaysia and Thailand, the airline is offering special fares of HK$88 (US$11) one-way to Phuket and Jakarta, and HK$888 one-way to the Maldives.

The full branding push is expected to launch later this month, but according to airline chiefs, it will be a concentrated push, seeking to leverage Macau's burgeoning reputation as the 'Vegas of the East".

"As a low cost airline we have a very limited advertising budget, so we're trying to be smart," said Tina Di Cicco, global head of marketing, Viva Macau.

"We're an ambassador of Macau, as the only international airline based there, so we have tried to make the campaign fun, and really depict what describes Macau: fun, excitement, opportunity and the element of new".

OgilvyOne Worldwide Hong Kong ECD Tony Peck said the agency specifically focused on bringing an element of the city to the advertising.

'The most successful airline advertising has always been advertising that has embodied something about the place, so what we're doing is reflecting the spirit of the town in the spirit of the airline," he said.

"This really is advertsing at its most fun, because you're launching a brand from its inception," he added.

Media channels used in the campaign include print, outdoor, direct mail, trade and interactive.

Meanwhile, Ogilvy PR is handling communications duties for Viva Macau.